Membership in the Fuel Rewards Network (FRN) is up 84% year over year in the first half of 2014, Shell told marketers. The major said that almost a half-million new members registered during the second-quarter promotion in which Shell funded a 25cts/gal new member bonus. The bonus ends Aug. 3. At a brand meeting in Dallas in May, Shell told marketers there were 3 million registered FRN members, but its goal was to double that to 6 million. Shell's review of credit card data suggests more than 40% of new FRN members represent new business. On an annual basis, FRN members buy six times more fuel than non-FRN members. Existing Shell customers that are FRN members are making almost one extra visit per month to Shell stations, the major said.
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